Almost a year ago, we learned that Tavi Gevinson had plans to start an online magazine. For those of you who have no idea who I’m talking about, allow me to fill you in. In 2008, at the ripe young age of 11, Tavi launched her blog, Style Rookie, which has taken the fashion blogosphere by storm.

Since then, she has appeared in magazines such as Pop and Teen Vogue, taken a week off school to attend New York Fashion Week, and served as a muse for Rodarte’s line for Target. And now, at 15 years old, she’ll be launching her own digital magazine.

Initially, the project began when former editor-in-chief of Sassy magazine, Jane Pratt, launched her site Catching wind of Tavi’s adoration for her now defunct (RIP) publication, Pratt approached her with the idea to start up a digital fashion magazine for teenage girls through, backed by Say Media.

However, Tavi has since rejected the offer, stating, It was just that I want to have full control, and it’s important to me that we’re independent, not so that we can be indie and ‘down with the man,’ but because I find a lot of comfort knowing that it’s all in my control.

Tavi’s magazine will ultimately be a spin-off of her world-renowned blog and will thusly be named simply Rookie. Immediate plans entail a monthly online issue, but plans are also in the works to release a printed issue bi-annually. Rumor has it we can expect to see a launch sometime this September… that’s soon. So be sure to keep your ear to the ground and stay tuned.


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